SUBMITED BYRAKESH NARESH KAMTAMMMS SEM IIRoll : 22
N. K. Chaudhary: The Vision of Empathy("Visionary, Man of the Masses, and a Businessman with a Heart of Gold")Finding himself (1953-1977)Mr. Nand Kishore Chaudhary was born on 13th June, 1953 in Churu district, located inShekhawati region of Rajasthan, India. His parents, Bhani Ram Chaudhary (father) andSaraswati Devi (mother) brought him up in a traditional Marwari family environment. His fatherhandled shoe-selling business, where his mother was a housewife. His mother pampered him andhis younger brother the most, among six children, including four sisters. He schooled in aprimary government school, as there weren‟t many private schools at that time, and it was evenquite difficult to afford for a middle class family. As a child, he was serious and introvert with nofriends, but good in studies and appreciated by his teachers. He loved studying and was a keenreader.Since his childhood, Mr. Chaudhary used to spend time sitting alone, observing the beauty of thenature. Till the time he reached college age, this alone time extended to several hours of an oddrelaxation, watching patterns on sand mounds, camels, girls wearing veils and men in the turban.During these days, he met a young foreigner, Mr. Ilay Cooper, who was doing a research onShekhawati wall paintings, and got acquainted. Both shared the same interest, in love with thecolorful art and turned to be friends. Mr. Chaudhary discovered that his friend from overseas hasa great vision towards life, and the art of living. He used to spend long hours contemplatingabout life, and reading Ramayana (ancient Sanskrit epic), Geeta (Hindu scripture), MahatmaGandhi and Rabindranath Tagore. Since his youth, Mr. Chaudhary had developed a bent ofaffection and compassion for the needy. Altogether, he was a blend of an experimenting one withhis ambitions too.He accompanied his father at the footwear store, pursuing his graduation from LohiaGovernment PG College, Churu. His inbred management skills resulted in thriving business,where takings elevated at the store. Days passed working and the date 12th December‟1977 wasrecorded as the most auspicious day in his life, his wedding with Ms. Sulochna.A learning period (1978-1998)Mr. Chaudhary spent three years working at his father‟s store, but his inclination towards artnever stopped. There was a spark inside his heart to make a difference in the conventionalexploitative business customs. Where, these days beautiful carpets were manufactured in thevicinity of Jaipur. He emphasized on fostering the spark within and studied the art of weavingand scope of carpets at Jaipur, and got acquainted with exporters here.
Mr. Chaudhary‟s come back to his native place Churu, seemed as if he is enlightened. Herefrained to pursue his father‟s shoe-selling business and a job for the position of a cashier in abank, which he got selected for. He asked his father to lend him a sum of Rs. 5000, which heexpended to buy a bicycle, raw material and loom for carpet production. In 1978, he initiated asmall setup, with just two looms and a handful of weavers. Worked round the clock to establishbusiness, travelled miles on his bicycle to procure the raw material, ate with weavers near theloom, spent nights at the production center, but loved the designs created.He mastered the art by learning from weavers and by the end of third year 10 additional loomswith a few more artisans were installed. His hard work and determination observed expansion ofbusiness, and the looms were installed in Ratangad, Sujangad, Laxmangad and Jodhpur, withinyears.Over the time, his younger brother joined and they decided to work with the tribal communitiesof Gujarat. Exports of these hand knotted carpets were a big leap. From Rajasthan, the businessexpanded to Gujarat, where he faced many challenges and worked with Tribes, SC/ ST and otherbackward classes. Gujarat was a flood prone area these days, with no roads and people had toswim to reach their destination. He stayed with tribal people, understood them and their lifestyle,and brought their traditional designs on the carpet. A small scale industry was set-up at a smalltown, Valsad, where he initiated to export directly, this began to benefit the weavers. Mr.Chaudhary always had this thought in his mind that, “Carpet is an art, and its makers are artisans,and they should get benefited by it.”In contrast, the weavers were stuck in the unwanted value chain and exploitation. They weredependent on the middlemen for job work, and there were times when they remainedunemployed, becoming poor day-by-day.Thought plus emotion creates conviction, conviction created reality.Mr. Chaudhary realized the strength of the poor and was aware of their potential. He desired tospend prosperity, felt an urge to help the poor with sustainable source of earnings leading themtowards a dignified life. His next step included mobilizing the poverty-struck deprivedcommunities, training them to weave carpets. And now, government schemes for the poor werebrought to practice by Mr. Chaudhary, the funds from government helped the establishment oflooms in Gujarat. The business grew from Valsad, to a number of towns in Gujarat, as hisproducts and designs were appreciated all around the world. He had spotted a wireless set in anexhibition in Ahmadabad and got himself a radio license. He put in 15 fixed stations and bought20 bikes and 2 jeeps to travel over rocky terrain. Mr. N K Chaudhary‟s employees checked forquality, supplied raw material and made payments. “Initially, I would go to an artisan‟s houseand spend the night and return after 2 or 3 days,” recollects him.He recollects, “Gujarat‟s was an enriching period, a school, where learning of various knottingtechniques and design trends was undertaken, a Gurukul.”
All along with delivering the best of the quality, he tried bridging the gaps between the twoworlds, viz. the grassroots and the global markets. Mr. N K Chaudhary believes in the “ExtendedFamily Concept” in which artisans are not looked upon as mere laborers but rather as familymembers. Every artisan associated with him is considered a family member and hence given anequal importance like any other member of family. This strengthens the bond between histhoughts and the reality enabling him to have a closer and more deliberate relation. This alsoprovides a sense of dignity to the artisans, which increases their confidence and therefore, theirproductivity, which in turns brings prosperity to their homes. He also is treated as a member offamily, known as „Bhaisahab‟ (elder brother) without whom the celebrations seemed incomplete.Comeback and Boom (1999-2010)After spending 13 years of struggle, joy, celebration and success in Gujarat, Mr. Chaudharyreturned Jaipur. And an independent firm, Jaipur Carpets, came to the existence in 1999.Moreover, he got a firm registered in USA, with the name Jaipur Rugs Incorporated (JRI), asister concern, for recognition and global distribution of rugs and carpets. The business struggledon for several years because he had never concentrated on other areas of business other thanproduction. He studied books on management skills, business strategies, attended seminars, andstarted communicating with business leaders for self-improvement. “It was a process of self-discovery. I had to own up for all that went wrong,” he says.Furthermore, Mr. Chaudhary not only emphasized on training weavers, but he also proved to bea great father and a loving husband. Where his wife has been the best companion in good andbad, throughout the struggle, his children blossomed under his guidance. Mr. Chaudhary isblessed with three daughters and two sons. He educated his children in the best of the collegesand sent them to countries worldwide, for better understanding of the business practices allaround the globe. In 2001, Asha Chaudhary, his eldest daughter joined the business as CEO (JRI,Atlanta) after completing her Bachelors from Emory University, Atlanta, USA. Where, ArchanaChaudhary, his second daughter held the seat of COO (JRI, Atlanta) in 2004.The production of carpets now provided livelihood to a larger community, residing in rural areasof Rajasthan. Mr. NK Chaudhary always wanted to see a community with equality, whereeveryone can earn as per their capabilities and have a sustainable source of livelihood. Whereasin Rajasthan, women were not given equal rights, as men do. They were restricted and limited tothe boundaries of their houses. Mr. Chaudhary initiated a movement, where he emphasized onwomen empowerment.For betterment of an enlarged community Mr. Chaudhary commenced a not-for-profitorganization in 2004, Jaipur Rugs Foundation (JRF). JRF team targeted men and women in mostremote areas. Tools such as community mobilization, carpet weaving training, skill training,financial support, medical and infrastructural support, helped upgradation of thousands offamilies.
Emphasize now was on unparalleled quality and innovation in designs, as his army ofweavers was skillfully trained to deliver flawless pieces of art.The year 2006 brought dramatic transformation in the business. Where, Jaipur Carpets wasrenamed as Jaipur Rugs Company Private Limited. Yogesh Chaudhary and Kavita Chaudhary,Mr. Chaudhary‟s children joined him during 2006. Kavita, his youngest daughter is a traineddesigner. She has set up the modern design centre. His eldest son, Yogesh, dropped out ofbusiness school in Boston only to help run the business. He is responsible for having put in placea modern IT infrastructure. Since then, each year recorded many achievements and accolades.Jaipur Rugs (2008-today)“All of us are born for a reason, but all of us don‟t discover why. Success in life has nothing todo with what you gain in life or accomplish for yourself. It‟s with what you do for others.” –Danny ThomasBy 2008, Mr. Chaudhary observed a boom in the business with a prosperous and happy family of40,000 artisans associated, earning a living with the company.Mr. N K Chaudhary‟s vision is to see Indian hand-knotted rug industry at par with theinternational industry. For this, he is constantly working to promote & facilitate research in therug industry especially technology and skill-management. Today, if one asks the meaning ofbusiness to Mr. NK Chaudhary, he would describe it as an activity that is divine and is a sourceof knowing your inner self. Once we know who we really are, our quality revelations begin onthe inside and then works its way out.For betterment of an enlarged community Mr. Chaudhary commenced a not-for-profitorganization in 2004, Jaipur Rugs Foundation (JRF). JRF team targeted men and women in mostremote areas. Tools such as community mobilization, carpet weaving training, skill training,financial support, medical and infrastructural support, helped upgradation of thousands offamilies.In addition, one shouldn‟t forget the roots of the society from where overall development takesplace. Mr. Chaudhary‟s relationship with the people at the grassroots is overwhelming and hasgrown stronger through all these times. Today also, be it any festival or family celebration, atweavers place or Mr. Chaudhary‟s, the joy is equally shared. Many girls in the artisan‟s familiesare now settled after marriage and are leading a prosperous life with this art. Mr. Nand KishoreChaudhary, a friend, helping hand, teacher, philosopher, businessman, exemplary, and for some,he is a godfather. He feels a great sense of responsibility towards the life quality of the artisansand towards his customers all over the globe.The year 2006 brought dramatic transformation in the business. Where, Jaipur Carpets wasrenamed as Jaipur Rugs Company Private Limited. Yogesh Chaudhary and Kavita Chaudhary,
Mr. Chaudhary‟s children joined him during 2006. Kavita, his youngest daughter is a traineddesigner. She has set up the modern design centre. His eldest son, Yogesh, dropped out ofbusiness school in Boston only to help run the business. He is responsible for having put in placea modern IT infrastructure. Since then, each year recorded many achievements and accolades.His Unique Social Business Model is today a subject for curious minds all round the globe.Management Guru Late Professor C.K. Prahalad studied and appreciated the work done by Mr.Chaudhary.He says: This is not the end, as Mr. Chaudhary believes this is the beginning of a new era. Hesays, “I am not the owner of this business, the real owners are people who put in their hard workto produce beautiful carpets which are liked by customers around the world.” He envisions asociety where these artisans are self-reliant entrepreneurs, he says, “If I can. Why can‟t you?”His words as a seed are budding inside the weavers. Jaipur Rugs is not content with just havingbecome India‟s largest hand-knotted carpet producer. It has ambitious growth plans. The idea isto grow ten-fold and list on the stock exchange in the following years. However, there arechallenges. They will then have to have ten times as many artisans producing for them. Mr. N KChaudhary is again turning tradition around. As he profoundly believed in “Finding yourselfthrough losing yourself.”He has been a trend setter, and has enlightened the life quality of the poor, preserving the old agetraditions and celebrating new innovations. He has helped the artisans gain recognition. As aconsequence of all the efforts, many artisans are now capable of designing their own designs,weaving flawless pieces of art. For all his hard work, he has been awarded many a times and hasbeen named as „Gandhi of carpet industry‟.N. K. Chaudhary shares with the world how JAIPUR brings about social change in IndiaCorporatesJAIPUR RUGS COMPANY PVT. LTD.One of the leading brands in the carpet manufacturing industry globally acknowledged for itsexcelling handmade products. Jaipur Rugs Company Private Limited (JRCPL) is categorized asworld frontrunners for its atheistic designs and majestic blend of colors empowering merely thehandmade rugs. Specializing into hand knotted carpets, JRCPL flairs its unique social businessmodel which bridges thousands of grass root level artisans to the elite homes in over 30countries! Exposing diversity into its designs and texture establishing a grandiose tale of heritageand mimicking contemporary art into comfortable pile surfaces is the essence of JRCPL.Following suit with its vision to empower the society by treasuring talent over yields delivers
immense glory and happiness to this company. To know more pleasevisitwww.JaipurRugsCo.comJAIPUR RUGS INC.With its roots in Jaipur, the Jaipur Rugs Incorporation is the extended link, connecting the talentsof the weavers from India and spreading it to the world. Headed by Ms. Asha Chaudhary, (theeldest daughter of Mr. NK Chaudhary) JRI today, has reached a new height altogether. To itsfame, Jaipur stands affirm flaunting its diversity of collections- traditional, transitional,contemporary and more, stringed together in distinctive designs and multiple colors,encompassing versatile themes. Walking collectively with the market trends and requirement,Jaipur exhibits variations in the textures at competitive prices. Following suit with its integratedbusiness model, works constantly over improvement, sustainability, quality and artistry. Toknow more please visit www.JaipurRugs.comJAIPUR RUGS FOUNDATIONA lifeline to many artisans, Jaipur Rugs Foundation is a nonprofit organization functioningtowards enhancing the lives of the rural population principally those living below the povertybelt. JRF serves as a catalyst providing sustainable livelihood to the grassroots through engagingthem with the carpet value chain. Empowering the under-privileged with apt artisan and businessskills to create the entrepreneurs is one of the chief fundamentals of the foundation. Empoweringthe grass roots level artisans in ways to bring about a change that is uplifting to the weaver, theirfamily and overall, to the community. Another function of the JRF is to spread awareness andprovide functional education and other necessities in order to bring about overall development ofthe grass roots to a substantially different level. To know more please visit www.JaipurRugs.org
HONOURSGold Trophy Award 1993-94Export Award 1998Udhyog Ratan Award 2006-07Best SME Corporate Social Responsibility 2009Distinguished Entrepreneurship Award by PHD Chamber 2010Highest Export Performance for Hand Knotted Carpets by CEPC, Govt. of India2010Ernst & Young Entrepreneur of the Year 2010FICCI CSR Award (2009 - 2010)Award of Excellence (HFN2010)Dr. JS Juneja Award for Creativity and Innovation 2011JAIPUR receives India Pride Award 2011 for bringing about Social Change in India2011TOI - Social Impact Award 2012State Award for Export Excellence by the Government of Rajasthan (2012)Karamveer Award 2012Vibrant GujaratJiyo Dil Se Award 2013
Case Study:“The Jaipur Rugs case explores how a company can benefit the poor by connecting them withglobal markets. Jaipur Rugs makes this connection by building and orchestrating a global supplychain on a massive scale-one focused on developing human capability and skills at the grassrootslevel, providing steady incomes for rural men and women in the most depressed parts of Indiaand connecting them with markets of the rich, such as the United States. Thousands ofindependent workers are organized to produce consistently a very high quality product, on acomplex decentralized basis through a system of organization that is unique. The company notonly uses traditional weavers but also teaches, in remarkably short time, the craft to people whodo not have a tradition of weaving. Raw materials are sourced from around the world, processedinto rugs with traditional and new designs in rural India while maintain quality control of endproducts. Jaipur Rugs provides a unique and dynamic example of how a profitable commercialconnecting between the poor and the rich-across the world-can be done. By 2008, Jaipur Rugswas the largest manufacturer and exporter of Indian hand knotted rugs, with fiscal year revenueof USD $21.1M. It was a profitable and fast-growing company, with a Compound AnnualGrowth Rate of 38% from 2005-2008. Jaipur Rugs produces handmade area rugs, including thehand-knotted, hand tufted, and flat woven styles. The company prides itself on the design andquality of its finished products. Jaipur Rugs operates with the help of a complex web of humanresources:Approximately 300 direct, full time employees:7 Family membersB. 226 Headquarters employeesC. 70 Regional branch office staff, including 40 area commandersApproximately 40,000 contractors (indirect employees):28,000 WeaversE. 12,000 Other laborers involved in the manufacturing process”Source: „The Fortune Of The Bottom Of The Pyramid‟ by Management Guru Prof. C.K.PrahaladSource:http://www.jaipurrugsco.com/Download/JAIPUR%20Founder_%20N.%20K.%20Chaudhary%20Profile_2012.pdfhttp://www.nkchaudhary.com/corporates.html